I think that there is a little bit of an expectation that, you know, if I'm not hearing that voice from the burning bush. The article by Derek Thompson was based upon a paper that I just released called Personal Popular Personal Financial Advice versus the Professors. It's a provocative title and a provocative subtitle but then the article goes ahead and kind of Backed it up with your work. So kind of give us the thesis that that your thesis that caused Derek Thompson to call you?

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